A few insights from Memedge Consulting

1. MEMEDGE CONSULTING
Memedge Consulting is a young Swiss
company located in the lemanic region,
providing services in:
- communication
- collaboration
- business intelligence

2. We integrate communication,
collaboration and business
intelligence in a single service
providing concept…
… just as the world wide web combines
contents based communication, collective
communication
creation, while being the best intelligence
creation
platform available

3. Communication &
We build promotional materials
Communication
websites Corporate storytelling
Contents spreading plans
shaping
Collaboration Business intelligence
Coaching of managerial Open innovation strategies
communication on web 2.0 tools
Alliance management
Platforms selection
Scouting
Support & mentoring for virtual teams

4. Why « Memedge Consulting »?
Memedge is the contraction of « meme » and
« edge »
A meme is a cultural unit transmissible from mind to mind ;
It can be depicted as an information pattern than can be
replicated in individuals’ memories and brains
A jingle is a meme, as well as a a brand name, a motto or a
successful story
In the business context, memetics (the discipline that studies
the replication, spread and evolution of memes) is useful in
the fields of viral marketing or rumors dissemination
We could mention viral videos, or any buzz on the web to
videos
show successful memes
« The edge » is either a brink or an advantage in
competition. Today’s landscape is shaped by
hypercompetition. Gaining an edge implies innovation.

5. Memedge™ is a methodology created in order to
provide solutions for those who want to use
cultural forces in a corporate environment
Contents
Contents & Selective pressure spreading plan
information strategy
Competition
Data Intranet
Knowledge Conflict with Corporate channels
existing culture
Messages Web 2.0 platforms
What is at
Contents
stake?
What are the
key goals?
Meme-Edge
Contents, ideas and « cultural units » face selection
KM programs are often aimed at making tacit knowledge explicit, but what
matters, over and above, in a compagny is living knowledge

6. A contents driven approach
Contents Changes in
Corporate
culture follows
Internal channels from the
Documents sources
coherence
Databases, CRM Seminars between an
systems information
Day to day meetings disseminating
Presentations
Intranet strategy and
Training materials socialization
Print documents
channels within
Web 2.0 platforms a firm
Business village Selection
meetings
Competitors
communication What makes social cohesion is social relationality
External
Newspapers sources

7. Web 2.0
Web 2.0 is the gathering of contents based
communication, co-creation,
selection/rating and social networking

9. A few web 2.0 platforms applications
Business communities management
Today community management is a key concept, for brands as well for businesses
that tend to organize networks, ecosystems (consider open innovation models)
Alliances (or joint ventures) management
A dedicated feed of information can be shaped, involving all partners, to rise the
chances of success
Network of experts management
Businesses having to gather a lot of expertises can extract much value from the
opportunity to tap experts online
Events related platforms
People can network and exchange the day of the event, and longer after online!
« Multichannel » corporate leadership
Corporate leadership has now to be expressed through online channels

10. Web 2.0: no pain, no gain
« Many companies
experiment with Web 2.0
technologies, but creating an
environment with
a critical mass of users is more difficult. The
survey results confirm that successful
adoption requires that the use of theses
tools be integrated into the flow of user’s
work. Furthermore, encouraging continuing
use requires approaches other than the
traditional financial or performance
incentives deployed as motivational tools.
In the Web community, status is often built
on a reputation for meaningful
The The (not so contributions. Respondents say informal
(expected) fearsome) incentive incorporating the Web ethos such
gains as rating by peers and online recognition of
pain status (…). They also say role modeling –
Source: Mc Kinsey, How companies are active Web use by executives – has been
benefiting from Web 2.0 important for encouraging adoption ».

11. Why do we call Memedge
Consulting?
A few insights
Balance face to face and virtual
A few projects on which we
interactions
could work together
Nurture your business community
Shape a dedicated communication
Press review program related to any major project in
your corporation
Contact Act as if your ideas had to struggle for life

12. Organisations have now to balance face to
face interaction with virtual interaction
Are real meetings devoted to provide strategic
insights and group experiences that strenghtens
collective ties and commitment…
Blueprint
…while most of the job is to be done through
collaborative platforms, and is then being
virtualized?

13. Nurture your business community
A « networked company » can be depicted as an organization
managing complex relations. One of the main goal of web
2.0 technologies is harnessing the value generated by close
ties with customers, partners, suppliers or experts.
As it is often obvious that a few get most of the gains of a
collective initiative, the initiators of a network have to be very
careful at rewarding all contributors.
In a complex environment, success is brought by the ability to
mingle in all social & business circles.
Networking is not just building links; it is the knowledge of
gathering the right minds at the right time. Some of them could
be of high support. Some others could bring contradiction,
warning or dissent. But don’t forget the word of Patton: « when
everyone agrees, then someone is not doing his job ».
Networks generate a living knowledge, exactly the sort that
KM initiatives tried to capture.

14. Shape a dedicated channel related
to every major corporate program
Projects (as well as alliances) failures are most of the time due to
a lack of communication
Therefore it is wise to act as if a kind of channel (or a dedicated
media) had to be managed by integrating all means of
information delivering, such as:
- meetings;
- training sessions;
- intranets;
- web 2.0 platforms & web hosted project management tools…
It is much useful to turn the program or (alliance) related medium
interactive. On web 2.0 platforms, gathered microcontents have
a high added value considering both the contents for themselves
and the involvment of contributors.

15. Act as if your ideas had to struggle
for life…
… indeed, they have to.
When it is time to launch an initiative, ask:
- what are the ways to spread ideas?
- what could be good replicators of them?
- what is the signal/noise ratio?
- what is the sort of selective pressure applied by the context, in
order to find out the best way to communicate, following the
chosen strategy?
It is now usual to hear about « share of market » or « share of
voice ». We should refer to share of mind too.
Thinking in terms of selection is relevant as it makes clear that
nothing has to be taken for granted. Cultural forces, as well as
well designed process or clever plans contribute to performance.

16. Contact
Denis Vitel graduated from the Institute of Political Studies
of Paris and is a pharmacist (Paris 5 University). He
owns a master in pharmaceutical sciences of the
University of Geneva, certificates in biotechnology
& pharmacology and a bachelor in philosophy (Paris
IV Sorbonne) and has been working 6 years for
communication & advertising agencies.
Denis Vitel specialized in providing added value
contents. He has extensive experience in « business
village » events, focus groups, experts boards coverage.
He works as a facilitator and as an editor, to improve
Denis Vitel
meetings and extract their key contents to keep
momentum.
+41 78 935 31 18
In March 2009, he launched Memedge Consulting,
which is based in Switzerland (Vaud County). It is aimed denis.vitel@memedge-consulting.ch
at spreading an integrated approach of communication,
collaboration and business intelligence.